2006 Archives - Event Marketer

Mack introduced three brand-new products for the first time ever last year, so it needed an event that would define the brand for the next 100 years, show dealers and employees its new products and technology and build brand enthusiasm. The 100,000-square-foot MackWorks Expo product exhibition showed off 42 trucks, featured space for more than...

Sanofi-aventis wanted an event that would bring together an 11,000-member sales force after the 2004 merger of the two parent companies—and light a fire under them as well. So the pharmaceutical giant turned MGM Theater in Las Vegas into an event platform around the theme “Let’s Invent the Future Together.” An eye-popping floor show wowed...

Oracle’s Open World conference took on new importance last year, as the software giant had acquired its former rival PeopleSoft, and many of its acquired customers would be among the 32,000 at the long-running annual event. “We had more stories to tell across both sides of our business,” says Paul Salinger, Oracle’s senior director-event production...

Coke Israel wanted a music-based event that would target the 15-to-25 age bracket and highlight its brand messaging to a larger audience. The third annual Coca-Cola Music Village event was a 20-day festival of live music performances—a gigantic, free beach party with the Mediterranean Sea as the backdrop. A commercial center, flea market, dance floors...

As if traffic in the Big Apple wasn’t crazy enough, NASCAR unleashed Champions Week in New York City to kick off the 2005 racing season. The top 10 Nextel Cup drivers sped through the streets, from Rockefeller Center through Times Square to NASCAR’s headquarters on Park Avenue. Then, drivers parked their cars outside and left...